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Direct Mail - Building Identity and Response Through Direct Mail


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Print advertising is essential. It engenders sales. If the public has had no previous exposure to your name or company, chances are that they will probably not choose to do business with you. You must invest in print advertising to build salesmanship. Let people see who you are. In time, they will remember you.

Repetition is key in creating awareness in the public eye. You can’t publish one ad in one newspaper at random time periods and expect to foster revenue. People need to see your advertising- frequently. And, it takes time. Just because you have spent time and money on advertising, doesn’t mean that people are necessarily noticing your efforts. The public needs time to see your ads and respond to a variety of methods. What forms of advertising are you adopting? The Internet, e-blasts, e-mails, a web site, billboards, signage, postcards, newspaper advertising, phone calls?

Allow wait time for people to respond. This means that you should carefully consider your options when paying for advertising. When given the choice in a print publication to run several large ads at a certain price, or a greater number of smaller size ads at the same cost, the latter is the wiser move. Choose to run as many ads as your advertising budget can realistically afford. Running more ads is more profitable than running larger ads.

Some of the major advantages to using direct mail strategies are that an advertiser is able to target a specific audience with regard to demographics- age groups, gender, economic status, values, and more. Direct mail also has the ability to deliver a thorough and complete sales pitch of any size. Your direct mail creations can say everything that you want to communicate, and the potential customer can read this information on his or her own time at their convenience.

Consider these additional strategies in making direct mail work successfully for your business.

 Continue mailing the same sales presentation package to the same people repeatedly. With the amount of material that people are exposed to on a given day, they need reminders or several offers before they have the time or can even remember to read your material. People mistakenly throw things away and items get lost. One piece of direct mail could be easily forgotten by a recipient. Moreover, it is also true that circumstances change for people, and what was true a few weeks ago may not be true presently. Perhaps for a certain family, a moving company’s services weren’t needed last month. However, this same family may have decided to purchase their own home a few days ago. It appears now that they do need the services of a moving company, and should your direct mail piece be there in their mailbox calling their attention, it would be to your advantage.

 Know that often times, a sale is a process rather than a one-time event. For this reason, you should mail out a series of packages to the same potential customers. Try offering a general outline of your sales presentation in early direct mail pieces, and get more specific with the progression of packages. In subsequent packages, focus on special services or product. Concentrate on promotions or special offers. Describe in detail the branches of your business. Follow-up letters are a key element to continuing the communication process with clients. Here, share customer success stories and testimonials to boost your company’s credibility. In each of your direct mail instances, let people know why they should respond to your business and in what manner.

 Send out a series of post cards imprinted with eye-catching messages or visuals. Relate these graphics to your business’ overall purpose. Work with a professional graphic artist to effectively capture your potential customer’s attention. Sometimes just getting super creative can impress possible clients. When they have had repeated exposure to your image, over time they begin to form associations and feel familiar with your company’s uniqueness.

Businesses who are successful in sales are aware of the principles of direct mail strategies. Repetition of advertising and client contact is essential. This is true regardless of what method of communication you are utilizing. Create mailing lists. Stay in contact. Send direct mail frequently. Direct mail is one of the most powerful, yet simple marketing tools that any business can use in their advertising plan. It is a competitive economy we work in. Be sure that you are promoting your business to the best of your ability by including practices like direct mail.

Author: Rick Sheldon has 18 years experience in the Promotional Products Industry and is currently CEO of Save on Promotional Products Inc. a Discount Online Promotional Products Company He can be contacted at 1-800-826-8706; email: or go to our site: Advertising Specialties


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